Issue #62: Give me more TikTok TV shows
And an inside look at Tower 28’s new social series, The Blush Lives of Sensitive Girls.
Good morning! Before we dive into today’s issue, I'm issuing an open call for all of your marketing questions and concerns. I’m collabing with
of – an amazing publication all about career advice for marketers – on a fun advice issue in the coming weeks. I’d love to gather some questions from all of my amazing Gen Z readers who work in marketing and communications.If you have a question, issue, etc. that you’d like Kate and me to answer, fill out the form here or respond to this email by EOD Sunday, March 23rd and let us know! All questions will be anonymous, and you’re welcome to share multiple questions. The more detailed and thorough your questions are, the better! :)
TikTok is for mini TV shows now 📺
I, like many of you, loved Rachel Karten’s insight about the popularity of single-topic accounts on TikTok. While we’ve come to expect a wide array of content from brands on social platforms like Instagram and Youtube, audiences have been drawn towards highly-produced, recurring video content series on TikTok specifically.
There is a lot of organic, independent video series content on TikTok (ahem, Boy Room), but it’s fascinating to observe how brands are also leaning into this highly-produced video content on their social platforms. Brooklyn Coffee House posts a video content series about baristas and customers (they’re on episode 19 at the time of writing!), which is so well done. [Editor’s note: I just learned Brooklyn Coffee House isn’t an actual coffee shop – oops!]
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And
recently mentioned Alexander Wang’s ‘Wangover’ series, which is in the vein of the iconic TLC makeover show What Not to Wear.
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Sportswear brand GANT also launched a video series called ‘New York Stories’ for their Spring/Summer 2025 campaign.
Tower 28’s The Blush Lives of Sensitive Girls ☺️
Just last week, makeup brand Tower 28 launched a comedy series on their social channels titled The Blush Lives of Sensitive Girls. I love everything Tower 28 puts out there, and I love The Sex Lives of College Girls, so I wasn’t surprised that this series hooked me instantly. Tower 28 collaborated with Ruby Marker, writer’s PA on The Sex Lives of College Girls, to create three short videos celebrating the launch of their new GetSet Blush.
I had the chance to talk to Alex Kalatzis, Director of Marketing at Tower 28, all about the series, including where the concept came from, how they produced the show, and where highly-produced content fits into their broader social strategy.
CA: Big fan of The Blush Lives of Sensitive Girls! Where did the concept originate from?
AK: The idea really stemmed from wanting to spotlight a common but often overlooked beauty struggle—blush that just doesn’t last. I’ve always found the phrase “I have a face that eats makeup” so funny because it’s something so many people relate to, yet no beauty brand has really tapped into it creatively. We thought, why not lean into that frustration in a way that’s fun and engaging? The goal was to create something that felt both relatable and entertaining while also reinforcing the benefits of our GetSet Blush launch in a fresh, creative way. That’s how the concept of a comedic series came to life!
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CA: Can you walk us through the production process? How did you cast the actors and end up working with Ruby Marker?
AK: The first step was really about shaping the vision for the series and finding the right voices to bring it to life. Our founder, Amy Liu, introduced me to Ruby Marker, who was previously a writer’s PA for The Sex Lives of College Girls, and it instantly felt like the perfect match. Her style aligned so well with the humor and tone we wanted. For casting, Amy also connected us with Olivia Sui, who has an incredible background in comedy and directing. She helped bring in additional talent from her network, which made everything come together naturally. We’d also been in conversations with Second Story Films for a while, and when we shared the idea, they jumped on board immediately. It was a really collaborative effort from the start!
CA: How is Tower 28 thinking about the role of social-specific content series in your broader social strategy?
AK: Our social content strategy is an evolving mix of experimentation and refinement. The skits, in particular, were a high-investment test-and-learn effort, and we’re closely monitoring how our community responds. Right now, we have a few lo-fi content series, like 28 Seconds—where our founder, Amy, gives a quick rundown of a product in just 28 seconds—and Ask Amy, where she answers product questions from the Sephora community. We’re always brainstorming new ideas that feel fun, fresh, and uniquely us.
CA: What are your hopes and goals for Tower 28's marketing this year?
AK: Our ongoing goal is for Tower 28 to become synonymous with the word sensitive in the beauty landscape and really own this positioning. I want us to continue taking risks + venturing into new territory (we have some big plans in the works!), and do all we can to really embody what it means to be ‘a safe space for sensitive skin’ for our community.
CA: If you had to choose one Tower 28 product to call your favorite, what would it be?!
AK: Easy— Swipe Serum Concealer, hands down. It swipes on like a silky serum yet has serious, real coverage.
Thanks, Tower 28 Team! Excited to stay tuned to see what’s next for the brand…
That’s all for this week! xx
Brand Baby keeps getting better and better.
love the interview!!! also from streaming marketing to microdramas like this on socials have been my obsession lately!!!